Blogs are another often-overlooked opportunity for news. Bloggers, like newsletter editors, are often business people who are sharing insights on topics related to their area of expertise. They blog to discuss ideas, not for the purpose of reporting news or promoting other people’s products—but if you approach them right, they may find your information to be in line with their purpose, and feature you, your comments or your services. Blogs also feature Web audio and video and digital photos, but the material must be compelling for its content and not heavily promotional.
What’s the trick to approaching online newsletter editors and bloggers? Respect. These gatekeepers don’t see themselves as traditional reporters, and they usually don’t have a formal journalism background. They are driven by a need to share helpful information, and they’re often very protective of their readers. The key to winning over newsletter editors and bloggers is to create a relationship first, and then ask if there’s a need to supply content. You can begin that relationship by sending an email about a post or issue that you particularly liked, or by becoming a regular, positive commenter to posts and issues online. Make sure your real name, company and email address are included in all of your comments. Write comments that support and amplify what the editor or blogger has written, and make your input thoughtful and meaningful. If you have the opportunity to meet the editor or blogger at an event, make it a point to introduce yourself.
Ease your way into offering highly targeted, infrequent and on-the-mark news or guest posts. If you get a “yes,” don’t abuse the privilege—it’s not an invitation to spam them with everything you’ve got. Carefully nurtured, these vehicles can be a very powerful and credible way to spread your news online.
Broadcast and satellite radio aren’t your only options to be a featured guest. Internet radio sites have sprung up all over the Web and some established shows reach tens of thousands (or millions) of dedicated listeners. Sites like BlogTalkRadio feature talk radio shows that are delivered via the Internet. Since these shows have none of the overhead of broadcast radio, they can focus on highly specific topics, niche audiences and targeted interests that deliver a valuable focused audience. Don’t worry too much about the size of their listenership—if the show delivers your ideal target audience, even a few hundred dedicated listeners might produce a nice spike in sales in exchange for a few minutes of your time. Consider subscribing to RadioGuestList.com’s regular emails highlighting which Internet radio shows are looking for guests.
Podcasts are very similar to Internet radio. Listeners can visit the podcast site to hear the show online, download to an MP3 player, or subscribe so that they never miss a future show. Most podcasts are also distributed (often for free) via iTunes, making them available to a broad audience. The majority of Internet radio shows also offer a podcast for listeners who did not catch the show live.
Podcasts and Internet radio shows often have a page that describes how to contact the host and pitch yourself as a guest. Make sure to read and follow these guidelines if you want to be considered. Think carefully about your suggested topic, to make sure it fits the audience and has the ability to inform and entertain. Position yourself as an expert, and include a (very short) bio to support your credibility. For a great ebook on how to pitch yourself to radio hosts, I recommend Wayne Kelly’s OnAirPublicity.com.
Online publicity opportunities abound, but they require the same respect and professional approach you would accord to traditional media. Because the Internet never sleeps, online media creators have an insatiable need for news, information, interviews, product/book news and multi-media, but it must meet the needs of their very targeted audiences. Take the time to approach these outlets right and your news could rocket to the top of the search engine results.